Advertising Trends for Publishers and the Top Magazines for Ad Pages in 1998, 2000 Coating Conference Proceedings
Robin McCann--Magazine publishing and coated paper have had a closely intertwined connection since the earliest coating technology was developed. The Boston Consulting Group estimates that worldwide, there are 15.6 million tons of paper used in the publication of magazines. In 1998, U.S. coated groundwood shipments totaled 4.3 million tons, and 35% or 1.5 million tons were used to print magazines. This total doesn’t include the coated freesheet paper that is used to publish many magazines, covers, and advertising inserts. This paper will analyze a sample of magazines, specifically, the magazines that contained the most advertising pages for 1998. In addition to the physical properties of the papers used to publish the magazines, trends in advertising, threats and opportunities for magazine publishers and future projections for magazines will be discussed.
Advertising Trends for Publishers and the Top Magazines for Ad Pages in 1998, 2000 Coating Conferenc
